SMS marketing is one of the most powerful tools available for businesses to engage with their customers, and its influence is only growing. In 2025, text message marketing will continue to evolve, offering new opportunities for marketers. But as with any marketing channel, there are best practices to follow to ensure your SMS campaigns are effective, respectful, and compliant. In this blog post, we’ll explore the top 8 dos and don’ts of text message marketing that you should follow to maximize your results while avoiding potential pitfalls.
Dos of SMS Marketing in 2025
1. Do Personalize Your Messages
Personalization has always been crucial in marketing, but in 2025, it will be even more important. Customers are more likely to engage with messages that feel tailored to their needs. Use customer data such as previous purchases, preferences, and behavior to craft personalized SMS messages that resonate with your audience.
“Hi [Customer Name], your favorite [Product Name] is back in stock! Get 20% off today with code [Code].”
2. Do Offer Value from the Start
Consumers are more selective than ever, and they want value upfront. Whether it’s a special discount, early access to a sale, or exclusive content, your customers should feel that they’re gaining something by signing up for your SMS marketing list. Offering instant value encourages them to take action and stay engaged.
“Welcome to [Brand Name]! Get 10% off your first purchase with us. Use code WELCOME10 at checkout.”
3. Do Respect Customer Preferences
Every customer has unique preferences regarding how often they want to receive messages. Be sure to ask your subscribers about their communication preferences during the opt-in process, and allow them to adjust these settings at any time. Respecting their preferences helps build trust and reduces the likelihood of unsubscribes.
4. Do Use Clear and Concise Language
SMS messages are short by nature, so make sure you get your point across quickly and clearly. Use concise language, a strong call to action (CTA), and avoid unnecessary jargon. Make your message easy to understand within seconds of opening it.
“Hurry! Our 24-hour sale ends tonight! Text ‘SALE’ to [Your Number] for 30% off.”
5. Do Include an Easy Opt-Out Option
It’s important to include an opt-out option in every message. Not only is this required by law in many countries, but it also shows that you respect your customers’ preferences. Make it as easy as possible for customers to unsubscribe if they no longer want to receive your messages.
“To stop receiving messages, reply ‘STOP’ at any time.”
6. Do Time Your Messages Wisely
Timing is everything in SMS marketing. Avoid sending messages too early or too late, as this could annoy your audience. Try to send messages at optimal times when your audience is most likely to see and act on them, such as during business hours or just before the event.
7. Do Track and Analyze Your Campaigns
Tracking the performance of your SMS campaigns is essential for understanding what’s working and where you can improve. Use analytics to monitor open rates, click-through rates (CTR), conversion rates, and other key metrics. This data helps you optimize future campaigns for better results.
8. Do Focus on Building Long-Term Relationships
SMS marketing is not just about sending promotions; it’s about building long-term relationships with your customers. Focus on providing value, engaging with them, and creating a sense of community. Consistent, positive interactions will help you foster loyalty and increase customer retention.
Don’ts of SMS Marketing in 2025
1. Don’t Send Too Many Messages
While SMS is an effective channel, it can also be overwhelming if you send too many messages. Bombarding customers with constant promotions or updates will lead to unsubscribes. Be mindful of your frequency and make sure your messages provide value with each interaction.
2. Don’t Ignore Customer Privacy
Privacy is becoming increasingly important in today’s digital landscape. Always ensure that you have proper consent from your subscribers before sending messages, and never share their information without permission. Adhering to privacy laws and building trust with your customers is essential to the success of your campaigns.
3. Don’t Overload Your Messages with Information
One of the main advantages of SMS is that it’s quick and direct. Don’t overwhelm your subscribers with lengthy messages or too much information. Focus on a single, clear message with a strong CTA, and keep it simple.
“Don’t miss out—get 20% off today! Text ‘DEAL’ to [Your Number] for the code.”
4. Don’t Forget to Segment Your Audience
Sending the same message to everyone in your database is ineffective. Not all your customers are interested in the same products or services. Segment your audience based on demographics, preferences, behavior, or purchase history, and send them targeted, relevant messages.
5. Don’t Use Complicated Links
SMS messages should be easy to act on. Avoid using long, complicated URLs or links that require too many steps. Use short links (shortened URLs) to keep your messages neat and easy to follow. It’s also essential to ensure that links are mobile-friendly, as your audience will likely be viewing them on their phones.
6. Don’t Rely Solely on SMS
While SMS is a powerful tool, it shouldn’t be your only channel. Combine SMS marketing with other strategies, such as email marketing, social media, and paid ads, for a more comprehensive marketing approach. Use each channel to complement the others and reinforce your message across platforms.
7. Don’t Forget to Include a CTA
Every SMS message should have a clear call to action. Whether it’s asking subscribers to click a link, make a purchase, or RSVP for an event, your CTA should be direct and easy to follow. Without a CTA, your message may fail to generate any action or engagement from your audience.
8. Don’t Ignore Compliance and Regulations
SMS marketing is governed by laws and regulations, such as the Telephone Consumer Protection Act (TCPA) in the U.S. Make sure you are compliant with all rules regarding consent, opt-out processes, and message frequency. Failing to comply can lead to fines, lawsuits, and damage to your brand’s reputation.
How Mobiniti Helps You Stay Compliant and Effective with SMS Marketing
Mobiniti’s platform is designed to help you navigate the world of SMS marketing while adhering to best practices and compliance regulations. With features like automated opt-in and opt-out management, segmentation, and real-time analytics, Mobiniti ensures your campaigns are effective, compliant, and tailored to your audience.
Whether you’re sending personalized offers, event reminders, or exclusive discounts, Mobiniti’s platform provides everything you need to run successful SMS marketing campaigns while staying within industry guidelines.
Conclusion
As SMS marketing continues to thrive in 2025, it’s important to stay ahead of the curve by following best practices and avoiding common mistakes. By focusing on personalization, respect for privacy, and clear communication, you can create SMS campaigns that drive engagement and build stronger relationships with your customers. With Mobiniti’s powerful platform, you can implement these dos and don’ts with ease, ensuring that your SMS marketing campaigns are successful, compliant, and impactful.